How does everything work?

“Betting League” advertisements can only be seen in the virtual broadcast thanks to its use. digital billboard replacement technologies (Digital Billboard Replacement). This technology allows you to attract the attention of the target audience by replacing real and virtual advertisements on LED panels during broadcasts.

Megogo, a Ukrainian streaming platform, explained to Tribuna that the received signal is part of an indivisible stream from the rights holder, making it impossible to separate it for Ukraine or modify it separately. Depending on the match, Ukraine receives a global or Europe/CIS signal, with the rights holder selling different ads to different regions at their discretion.

“Betting League” Advertisement / Screenshot Tribuna

What about sanctions?

European Union sanctions against Russian companies limit direct commercial partnership opportunities. But an intermediary such as British company Sportseen or Swiss company Infront (part of Chinese conglomerate Wanda Group) could reportedly facilitate the deal.

This seems to be standard practice in the industry. Some other football leagues, including those in Europe, use similar terms, making La Liga advertising an integral part of La Liga’s global broadcast signal.